While the Super Bowl and award season show us that television spots are still prime for spending a lot of money on creative TV spots, the digital age has taught marketers that putting all your eggs in one basket doesn’t always have the best ROI. Don’t get me wrong, the 30-second spot still holds weight. But if you’re putting all that time and energy into just one video output, you’re doing it wrong.
Stop making one-and-done projects
Customers expect customized content—and that includes digital video content—that is right for each channel in which they engage, which means brands need to stop thinking of videos as one-and-done projects that can be spread across every channel. Instead, you should consider every applicable way one video shoot can yield content for your brand channels.
Don’t just think of a one-channel execution, go beyond and consider the many touchpoints the target audience will have with the brand. If it’s a good enough idea, it will have legs to support many iterations.
By creating digital content libraries of GIFs, cinemographs, videos, and images—using nothing more than the shoots and talent for the main video spot—brands are able to add longevity and relevancy to their video campaign across digital channels. This means further reach and more engagement—with minimal effort and a quicker turnaround.
How do you accomplish this? Infuse a few extra steps into your video shoot prep work.
How to plan for your multi-purpose video shoot
1. Start with a big campaign idea
When you’re concepting, you should be thinking of your brand’s many channels that support your business. Don’t just think of a one-channel execution, go beyond and consider the many touchpoints the target audience will have with the brand. If it’s a good enough idea, it will have legs to support many iterations.
2. Create an overarching, cross-channel creative strategy
Bring in your strategy team and develop a comprehensive execution plan for your creative concept. How will it look in email versus social media? Get input on how your target audience engages with your brand channels so you can create the best content to reach them where they already are.
3. Plan the types of content you want to capture
Each video production requires a shot list, but you need to also consider the deliverables you want for every content type. You can still work toward a full-length video script, while also capturing short video clips, GIFs, and both branded and behind-the-scenes images.
Bring the brand guidelines and mood board for your concept to the set for everyone to view, take in, and participate in executing for the benefit of the brand.
4. Use multiple cameras
To capture all the content you need for your digital library, you should consider how many cameras are needed on set. Consider the type of content you’re creating, too. Is it polished or more gritty in nature? That can determine how many veteran photographers and videographers you need on set, versus relying on the more basic smartphone photography that can be taken by a producer.
5. Encourage everyone to participate in capturing content
Bring the brand guidelines and mood board for your concept to the set for everyone to view, take in, and participate in executing for the benefit of the brand. Even if you determine you need more veterans on set, encourage the producers to also capture content with their phones. You never know what the latest cellphone technology can deliver.
Video content libraries are a must
Consider the Bud Light campaign we saw all over the Super Bowl. While the company spent a ton on executing each video, the concept can be seen across all of Bud Light’s brand channels. That’s the beauty of a video content library. It goes beyond one execution, one outcome, one video.
By infusing creative with strategy to create a comprehensive cross-channel campaign, you can better create content that extends to every touchpoint with your audience.